The fall in 2009 of the Swedish government presented a plan of action for cultural and creative branches – the purpose was to create a strategy, and a platform, to promote Swedish creative and cultural branches abroad.

In order to plug Sweden as a land of creativity a communication strategy was put together. The agency was responsible for the conceptualization, and the platform, “Swedish creativity goes abroad” was created. The visual identity is easy to transform into various fields like fashion, film, music … with the two circles creating the “s” representing two cultures coming together with all their differences and similarities.

The very first event “Swedish fashion goes Berlin” turned the German capital into one enormous catwalk for Swedish Fashion. More than 600 people squeezed into the fashion show. A seminar and a photo exhibition were also totally packed.